Three-quarters of people believe the trend of pub closures will continue, according to a report.
In the past five years, 703 local pubs in Scotland have shut, according to Local Pub: Local Hub?, an independent report commissioned by Carling brewer Molson Coors and during that period two or more pubs closed in 67 of the country's 73 MSP constituencies.
Molson Coors highlighted the importance of pubs, arguing that they act as "local stand-ins" for disappearing communal amenities such as social clubs and community centres.
A third (32%) of people visit their local at least twice a month, while two-fifths of male respondents (41%) said it is important to have a pub within walking distance of their home.
More than half of women now visit the pub, the report said, suggesting that it is no longer exclusively for middle-aged men.
Younger customers are the most frequent visitors, with a quarter (24%) visiting at least once a fortnight but the brewer said the economic crisis is leaving people with less disposable income and that 76% of drinkers believe the rate of pub closures will continue.
Phil Whitehead, managing director of Molson Coors Scotland, said: "Our experience at Molson Coors has shown that helping smaller drinking establishments continue to provide a traditional service and a great atmosphere for all customers makes a big difference."
Justice Secretary Kenny MacAskill said: "From the cosy pubs at the heart of rural communities to the bigger venues in our towns and cities that serve thousands of people every month, pubs are an important part of Scottish life. For hundreds of years, people have used them to enjoy a drink and a chat with their friends and we all want to see that continue.
"I look forward to considering the findings of this report that Molson Coors have commissioned, and encourage everyone to recognise the value of their local pubs, restaurants and hotels which are important parts of our communities."
The report said local pubs are using methods like providing higher-quality customer care, a more personable service and welcoming atmosphere to maintain their customer base.